A successful brand must have vitality; it must seem active and alive, part of the contemporary scene. A brand’s communications must keep the brand salient and current if the brand is to remain top-of-mind for consumers. One of the most important qualities that people look for in a brand is popularity, even this popularity only extends to their own clique. The use of social media can help a brand seem contemporary and encourage people to talk about it, as long as the brand creates experiences with inherent talkability. Communities, offline as well as online, are powerful sources of human connection; however, the choice of communication channels and creative content should be based on and driven by the brand’s meaningful difference. Vitality is also served by maintaining a fresh look and feel to packaging, logo, and communications, though innovation in these areas needs to be balanced by the need to maintain clarity and identity.
KeywordsSocial Medium Cranberry Juice Luxury Brand Purchase Intent Brand Experience
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